Doomsday Is Working

Key Points:

• Disney is launching Infinity Vision, a certification and promotion program to guide moviegoers to studio-approved premium formats, as a backup to Imax for the December release of “Avengers: Doomsday,” which won’t have Imax screenings due to an exclusive Imax deal with Warner Bros. for “Dune: Part Three.”
• Infinity Vision sets technical standards for theaters, including screen size and sound quality, and promotes various premium large formats (PLFs) such as Dolby Cinema, 4DX, ScreenX, and in-house formats like Cinemark XD and Classic Cinemas’ XQ, helping exhibitors highlight alternatives to Imax.
• The program has already seen success with “Avengers: Endgame Encore,” where 52% of ticket sales came from Infinity Vision-promoted premium formats, and presales for “Avengers: Doomsday” show 70% coming from PLFs, indicating strong consumer demand for premium viewing experiences beyond Imax.
• Theater chains like Cinemark and Classic Cinemas are investing in upgrades to meet Infinity Vision standards, expecting increased attendance and ticket sales for Marvel’s upcoming releases, while PLF providers like CJ 4DPlex and Dolby are experiencing record-breaking performances linked to Marvel films.
• Despite Infinity Vision’s rise, Imax remains a dominant premium format, continuing to generate significant revenue with titles like “The Odyssey” and “Dune: Part Three,” but Disney’s initiative reflects a strategic effort to diversify premium format options and challenge Imax’s market hold.